afaqs! news bureau

Marketing to young Muslims via young influencers

Marks & Spencer, Nike and L’Oreal are just a few of the many brands who are looking for the young Muslim consumer. And the latter is willing to spend.

According to research conducted by Ogilvy Noor (the world's first Islamic Branding & marketing consultancy agency), over 90 per cent of Muslims said that their religion affects their consumption habits. However, many feel short-changed by the quality of marketing and products aimed at them in comparison with other consumer groups.

However, that seems to be changing. Brands are increasingly tapping into the influencer marketing landscape to reach this demographic. For example, Ameena Kin (youtube influencer who promotes fashion) featured in the L'Oreal True Match campaign last year. More recently, another young influencer, the US Olympic fencer, Ibtihaj Muhammad who has her own clothing line – Louella - was seen to be wearing the Nike Pro-Hijab. Ibtihaj became the first US athlete to compete in the Olympics wearing a hijab.

More and more young hijabis (those who wear a hijab) appearing in ads (Nike Pro-Hijab or not). They have appeared in campaigns for Apple, Youtube, Dolce Gabbana, Danone and Uniqlo. Generation M is what marketers use to refer to the Millennial Muslims who are affluent consumers.

The Halal cosmetic market, for instance, is forecast to be worth $58.4 billion in eight years’ time. And it will be Generation M who will be driving this growth. It is no wonder that traditional marketing efforts are being abandoned while faith and modernity are being married to make sense to a growing consumer base.